Cross-funnel performance marketing strategy and execution driving online sales for Asia’s most innovative D2C grooming brand.
Founded in 2013, Shaves2U is a Malaysian company that’s best known for offering honestly-priced, high-quality shaving equipment and personal care products for men and women. They started their business with an online subscription model and subsequently expanded into the sale of one-off products. Shaves2U is well established in five countries throughout Asia – Malaysia, Singapore, Hong Kong, Taiwan, and Korea.
The priority.
As a brand competing in a highly competitive category, Shaves2U needed a high-performance digital partner to help deliver improved results across their product portfolio. We were challenged with reactivating customers within their subscriptions database through a revamped CRM strategy and marketing automation, acquiring new customers for both subscription and one-off products, retaining customers, and continuously driving sales across the product portfolio through tactical campaigns and performance marketing.
The work.
After defining the key business objectives, admiral.digital created a new digital marketing strategy for Shaves2U by analysing past performance data, evaluating the best performing campaigns and putting a structure in place to initiate performance marketing campaigns. Through a detailed understanding of the customer journey funnel, we created and structured new campaigns across Facebook, Instagram, SEM, and GDN; ensuring that users were being targeted efficiently as either first-time or returning customers.
From a content perspective, planning grids and creative guidelines were established to ensure brand consistency and a focus on campaign creative designs that delivered results. In addition, we set up a marketing automation flow to nurture new leads and other email flows to assist with after-sales communication. One-off newsletters were also implemented to reactivate inactive users.
The result.
With a new marketing strategy in place, we ran a total of 23 tactical performance marketing campaigns to drive sales. Ten different one-off newsletters were established to reactivate their inactive database and a total of 154 weekly newsletters were created for both their remarketing and reactivation segments. Through weekly newsletters we have seen a boost in transactions by 28%. We also set up five automated email flows to cover all phases of the user journey sales pipeline.
- 23 tactical campaigns within 6 months
- 154 newsletters sent
- 5 automated flows set in place for their sales pipeline
- 28% increase in transactions generated via new CRM channel
- 40% increase in conversion rate through tactical campaigns for female audiences
- 40% increase in returning customers
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